Alabama Tourism needed to drive more visitors into the state to increase spending and generate greater taxable revenue. The challenge? Visitors weren’t staying long enough or exploring beyond the eight big attractions in the state.
Research showed travelers prefer immersive, culturally rich activities over standard sightseeing, and want to experience destinations like a local. We crafted messaging inspired by audience preferences to introduce them to Alabama’s hidden gems and other authentic experiences.
“UnPlan Your Trip in Sweet Home Alabama,” focused on spontaneity and discovery by pairing Alabama’s most popular destinations with hidden gems and local experiences. Launch spots and tailored digital strategies highlight different regions and feature original music from Birmingham natives, The Brook and The Bluff.
